iWorld
Jio rolls out bundled offerings ahead of IPL 2021
KOLKATA: As Indian Premier League(IPL) 2021 is around the corner, telecom giant Jio has unveiled new offerings. Four of its prepaid plans include Disney+ Hotstar VIP subscription for a year which will allow users to watch live IPL matches.
The prepaid plans are priced at Rs 401, Rs 598, Rs 777, Rs 2599 for 28, 56, 84, 365 days respectively. Alongside that, all Jio Postpaid Plus plans come with access to the IPL embedded.
Jio’s live gaming initiative ‘Jio Cricket Play Along’ will present a new side of entertainment while competing, to its fans. The interactive game is available free to all users (Jio or non-Jio) and provides a chance to win big. Cricket enthusiasts may also express their emotions via emoji stickers on a special chat bar on the game. Trivia fans may also tickle their grey cells with cricket-based quizzes. It can be accessed through MyJio app.
JioPhone users can join the celebration with the new Jio Cricket app. The app is available for free to all JioPhone users. Users can watch score updates, take part in quizzes and win prizes.
Jio users can participate in exciting contents and win merchandise daily. Merchandise such as exclusively signed cricket bats and balls, team jerseys, and more will be made available to Jio users.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
